Case Study: China CITIC Bank International achieves 40% increase in credit card activations with SAS Customer Analytics for Banking

Customer segmentation boosts credit card activations 40 percent

China CITIC Bank shifted its focus from rapid expansion to activating and engaging existing credit card customers, but struggled to convert inactive cardholders into active users. The bank needed better ways to collect and classify campaign data, design performance reports, plan competitive gift offers, optimize ROI across channels, and implement campaign controls within its financial processes.

Working with SAS and deploying its analytics solutions (Customer Analytics for Banking/Enterprise Miner), the bank built data marts and a closed-loop marketing system and delivered predictive models in two months. Within three months of the new campaigns, activation rates rose 40%—double the 20% target and nearly four times the prior rate—while marketing expenses fell 7%, and the team gained repeatable analytics capabilities for future initiatives.

China CITIC Bank International

Yuping Liang

General Manager, Risk Management Department